Frameworks for a Consumer’s Group Knowledge Representation

This chapter discusses three main objectives: (1) the contribution to the body of literature of consumer behaviour demonstrating that consumer groups’ knowledge (i.e., two-person dyads, families, peer or friendship groups, teams, and other social units) is relevant for study by consumer researchers; (2) the development of an integrated conceptual representation of consumer’s group knowledge including the influence of collective variables on decision making process; (3) the investigation of scientific inquiries regarding the role of advanced technologies in relation to conceptual representation. The approach introduces a new framework applicable both as a tool for enhancing the understanding of consumer’s group knowledge, and as a useful guide to future research on consumer knowledge as a whole. The content discussed herein attempts to establish the building block toward the development of a theory of consumer’s group knowledge. The study offers direction toward a potential path that could evolve into an established theory regarding consumer’s group knowledge in the marketplace. Keywords: consumer knowledge, consumer’s group knowledge, conceptual representation, group’s dynamics, group conflict, group diversity, decision making process, new technologies, scientific inquires.